Ewolucja koncepcji marketingu – w kierunku podejścia holistycznego
Evolution of marketing concept – towards holistic marketing approach

Summary/Abstract: The aim of the paper is to show the evolution of marketing concept. The main thesis is that modern economic reality, with such characteristics like: diversity, variability, interdependence and innovation, requires a holistic approach to the implementation of the marketing function within the company. The author reviews changes in marketing orientation based on division into four periods in which the marketing concept was based on different theoretical approaches and operated under different environmental conditions. The article leads to the conclusion that successful marketing of the contemporary company needs to be more holistic and less sectoral. The holistic marketing approach therefore means: recognizing the value for all stakeholders and delivering value in order to build long-term, mutually rewarding relationships and joint success of the key stakeholders.

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